Proses manajemen Public Relations pada program layanan E-Kliping dan E-Release berbasis website sakerhumas.bekasikota.go.id sebagai perwujudan Digital PR: Studi deskriptif pada Humas Pemerintah Kota Bekasi

Fitri, Farhan Kurnia (2022) Proses manajemen Public Relations pada program layanan E-Kliping dan E-Release berbasis website sakerhumas.bekasikota.go.id sebagai perwujudan Digital PR: Studi deskriptif pada Humas Pemerintah Kota Bekasi. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA : Latar belakang penelitian ini berorientasi pada fenomena Digital PR yang semakin masif diterapkan di berbagai organisasi. Perwujudan Digital PR dalam lingkup humas pemerintahan merupakan suatu upaya untuk mencapai tata kelola pemerintahan yang baik (good governance). Berdasarkan realitas yang ada, Humas Pemerintah Kota Bekasi melakukan aksi perubahan melalui program Saker Humas sebagai upaya perwujudan Digital PR. Penelitian ini bertujuan untuk mengetahui bagaimana proses manajemen public relations yang dilakukan oleh Humas Pemerintah Kota Bekasi pada program layanan E-Kliping dan E-release berbasis website (Saker Humas) sebagai perwujudan digital PR. Penelitian ini menggunakan konsep four step PR process yang dikemukakan oleh Cutlip, Center, dan Broom dalam buku Effective Public Relations. Penelitian ini menggunakan metode deskriptif-kualitatif dan mengacu pada paradigma konstruktivisme. Teknik pengumpulan data dilakukan melalui observasi, wawancara dan studi dokumentasi. Hasil penelitian menunjukan proses manajemen Humas Pemerintah Kota Bekasi pada program layanan e-kliping dan e-release berbasis website (Saker Humas) yang ditempuh melalui empat tahap sebagai berikut : 1) Proses manajemen tahap fact finding dilakukan melalui analisis situasi dan riset informal; 2) Proses manajemen tahap planning and programming, terdiri dari penulisan sasaran program, mengidentifikasi publik sasaran, melakukan perencanaan program, mengantisipasi krisis dalam rencana, membentuk pusat informasi dan pra-uji elemen program; 3) Proses manajemen tahap taking action and communcating dilakukannya penyebaran informasi dan implementasi digital PR melalui pengelolaan E-Kliping dan E-Release; 4) Proses manajemen tahap evaluating the program, terdiri dari evaluasi tahap persiapan, evaluasi tahap implementasi, dan evaluasi tahap dampak Berdasarkan hasil penelitian, Saker Humas (Sistem Aplikasi E-Kliping dan E-Release Hubungan Masyarakat) merupakan sebuah upaya perwujudan humas digital dan perbaikan tata laksana pelayanan informasi yang semula manual menjadi pelayanan berbasis teknologi informasi. Penyusunan Program Saker Humas menempuh proses manajemen yang strategis sesuai dengan konsep Four-Step PR Process yang dikemukakan oleh Cutlip, Center dan Broom. ENGLISH : This research is based on the phenomenon of Digital PR, which is increasingly being applied in various organizations. The actualization of digital public relations within the sector of government public relations is an attempt to achieve good governance. Considering the existing reality, the Public Relations Division Of Bekasi City Government made a reform through the Saker Humas program to actualize the Digital PR practice. This research aimed to determine the public relations management process performed by the Public Relations Division Of Bekasi City Government through the website-based E-Clipping and E-release service program (Saker Humas) as a digital PR embodiment. This study employed the four-step PR process concept as proposed by Cutlip, Center, and Broom in the book Effective Public Relations. This research is descriptive-qualitative and refers to the constructivism paradigm. Data collection was carried out using observation, interviews, and documentation studies. The results of the study show the management process performed by the Public Relations Division Of Bekasi City Government through the website-based E-Clipping and E-release service program (Saker Humas) as a digital PR embodiment. The Saker Humas Program was formed through four stages as follows: 1) The management process for the fact-finding stage was conducted through a situation analysis and informal research; 2) The management process for the planning and programming stage consists of writing programme objectives, identifying target publics, conducting programme planning, anticipating crises in plans, establishing an information centre, and pre-testing programme elements; 3) The management process for the taking action and communication stage is done by dissemination of information and the digital PR implementation have been performed by managing E-Clipping and E-Release in the website of Saker Humas; 4) The management process in evaluating the program consists of the evaluation of the preparation stage, the evaluation of the implementation stage, and the evaluation of the impact stage. Based on the research results, Saker Humas (Sistem Aplikasi E-Kliping dan E-Release Hubungan Masyarakat) was an attempt to actualise digital public relations and improve the management of information services by transitioning from manual to information technology-based services. The creation of the Saker Humas Program followed a strategic management process in line with the Four-Step PR Process concept as proposed by Cutlip, Center and Broom.

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